Sonora Cubillas, marketing whiz at Intawishin’ Consulting Group, Inc., is a bride-to-be with her master’s degree, past rodeo queen and she loves to sing. Oh, and did we mention that she currently has a crush on the men’s grooming industry?

Sonora Cubillas, marketing whiz at Intawishin’ Consulting Group, Inc., is a bride-to-be with her master’s degree, past rodeo queen and she loves to sing. Oh, and did we mention that she currently has a crush on the men’s grooming industry?

Are you losing bucks? Actually, I’m talking about cold, hard cash. Because if your shop isn’t participating in the booming Groomsmen Party business, you are.

As a bride-to-be this year, I have to tell you, I know more about the wedding industry than I honestly care to. From table runners to ring sizes, and who to seat where, there are so many things that you never consider before that fateful day when your partner pops the question - like the fact that there is so much more to the wedding industry, than just the wedding day itself. For instance, we all know that June is “the” wedding month, but did you know that September and October are a close second? Or that in 2016, the average wedding rang in at just over $35,000 – this being just the costs associated with the bride and groom’s events. But what about those men and women who we choose to be a part of our big day, the wedding party? They have costs too, and if you’ve ever been one, you’ll know exactly what I’m talking about.

While the funds required obviously vary depending on the wedding couple’s plans, the average wedding party member can expect to shell out anywhere from $200 to $1,000 (or more) simply to be a part of the wedding festivities. Of course, you’re thinking, “oh it’s the ladies with their fancy dresses and shoes and makeup and hair.” Wrong! A recent study actually found that, on average, men are the ones throwing down the most dough. That, paired with the fact that the men’s grooming industry is currently booming, leaves me asking you only one question: are you cashing in on it??

Here’s four easy steps to take your shop straight to the top:

1.Figure out the foundations: First off, make a list of all the services you offer and decide how you want to break them up to create different packages—try and build something that fits every budget if possible (small, medium, large, etc.). Services to consider including are shaves (both traditional and hot towel), haircuts, beard trims, manicures, shoe shines, eyebrow waxing, and any other services that your shop offers.

2.Customize your creations: Here’s where it gets fun. The biggest part of such package deals is the extra incentive the client sees within it. So, what better way to enhance any groomsman’s day than to offer them complimentary booze and bites! For more basic packages, offer small things such as a plate of finger foods and a shot, then, slightly increase your offerings with each package. When it comes to the whole enchilada, go all out, give them the “full bar” experience, a boxed lunch, and, maybe even throw in a groom’s cake while you’re at it (after all, who doesn’t like cake?). And don’t forget to give your packages some fun, manly titles. Here’s a few alliterations to consider: Shot & A Shave (small), Haircut, Handjob (a man-icure) & Hooch (medium), and the Bourbon & Barber Barbecue (large).

3. Get guerilla with it: Post your package proposals on social media, spread the word once they’re available, and keep on posting them once you’ve got some takers. Print postcards or flyers and take them to your local Men’s/Tux shops, Florists, Caterers, Bakeries and dry cleaners. Don’t forget about wedding and event planners, bridal shops and bridal fairs too – remember, the bride is a big influencer. Finally, put out a press release - send it to the lifestyle section of your local paper or city magazines. If you are thinking of paying for classifieds, take out ads in bridal or wedding fair programs.

4.Make it Shop Talk: Speak up! Tell every client about your new endeavor. Nothing works better at spreading the word than word of mouth itself, especially from dedicated, loyal clients. Give them incentive to do so, and you’ll find the news spreading like wildfire. For instance, create a referral program and reward any client that refers a Groom’s Party with a free service and goody bag, or maybe even a shot themselves. (Don’t forget to post the referral program on social – loyal clients will help here to spread the message for you as well!)

And that folks, is all there is to it! My last bit of advice is don’t overthink things. Create packages and names that reflect both you, your shop and the services you offer. Whether the groom and his posse come in a week in advance just to relax, or the morning of the big day to get cleaned up and ease those pre-wedding jitters, it is the experience that you create for them that they will remember. And who knows, you may even gain some faithful, new clients in the process.

So, don’t let your business become stagnant and miss the movement. Cash in on the opportunity and you’ll have more men saying “I Do” in your shop than at the altar!

Sonora Cubillas, marketing whiz at Intawishin’ Consulting Group, Inc., is a bride-to-be with her master’s degree, past rodeo queen and she loves to sing. Oh, and did we mention that she currently has a crush on the men’s grooming industry?

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